LVMH MOET HENN UNSP (LVMUY) – Tiffany enlists Beyoncé and Jay-Z for marketing campaign

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Entertainment industry power couple Beyonce and Jay Z are featured in a new marketing campaign for the luxury jewelry retailer Tiffany and company.

What happened: The new campaign is called “On love” and presents a film directed by Emmanuel Adjei which includes Beyoncé’s vocals “River of the Moon,” the Oscar-winning theme song from the classic 1961 film “Breakfast at Tiffany’s.”

Beyoncé wears the 128.54 carat Tiffany diamond in the movie while Jay-Z brings his bling via that of Jean Schlumberger Bird on a Rock brooch that has been pieced together into a pair of unique cufflinks.

that of Jean-Michel Basquiat The 1982 painting “Equals Pi” serves as the backdrop for the campaign, which debuts with a worldwide print advertising launch on September 2 and premiere of the new film on Tiffany.com on September 15. Tiffany & Co. has announced that additional films will be premiered later in the year.

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Why it happened: Tiffany was founded in 1837 and LVMH Moët Hennessy Louis Vuitton (OTC: LVMUY) finalized its $ 15.8 billion acquisition of the retailer in January.

The company has been baffled in trying to reach a younger consumer base, with the company’s recent “Not Your Mother’s Tiffany’s” marketing campaign attempting to position the brand as in touch with the vibes of the Millennial and Gen Z It ended up angering many older buyers who resented the idea that they were out of touch with contemporary tastes and styles.

Having Beyoncé and Jay-Z in their first appearance as a couple in a marketing campaign, Tiffany is stepping away from the intergenerational divide and bringing in celebrities with broad demographic appeal.

“As a brand that has always stood for love, strength and self-expression, we couldn’t think of a more iconic couple who better represent Tiffany’s values,” said Alexandre arnault, executive vice president of products and communications.

Photo: Courtesy of Tiffany & Co.

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